LinkedIn is one of the biggest social media giants out there, yet many businesses are still undervaluing this important marketing tool.
In fact, while about 3 million Company Pages have been created, only 57% of businesses have one.
This means a few things. One, many businesses have yet to create a page and if yours is one of them, you should think about changing that.
Two, if you already have a page, there is still lots of potential to stand out by making the most out of LinkedIn. With almost 350 million users, LinkedIn should not be ignored. Did you know that of those users, about 80% say they want to connect with companies on the platform? And that users are actually 50% more likely to become customers of companies they engage with on LinkedIn? If you're not already making use of the social media site, you may want to reconsider.
So, where do you start? We've created a list of ten things you can do to make sure your LinkedIn Company Page shines.
SEO is not just for your website. Google crawls LinkedIn pages too, so make sure you’re including relevant keywords in your posts, product descriptions, and company bio. Not only will this help followers better understand what your company is about, it will help more people find your page in Google searches. Establish your list of keywords and make sure to include these where appropriate, but don’t overstuff your page.
Your profile picture and banner image are two of the first things people see when they visit your page. For your profile picture, using your logo is always a smart choice, but don’t forget about your banner image too. Leaving this empty will make your page look boring and incomplete. Choose something relevant, high-quality, and eye-catching to get people’s attention.
When you’re setting up your LinkedIn Company Page, some information is required to complete the process. However, that doesn’t mean you can just leave all the other details blank. Check to make sure you’ve filled out all the important information that viewers will need to get a clear picture of your company.
While it may seem intuitive to link to your company’s homepage in your bio, why not make this into a lead generating opportunity? Choose a landing page or other high converting or important page to link to rather than your homepage. This will get visitors straight to your most critical, high converting pages as quickly as possible. Skip the middle steps and just lead your visitors exactly where you want them to go.
As with any social media site, setting up a profile will only take you so far (not very).
Don’t just create your Company Page and then leave it on the shelf to collect dust. Be active. Post status updates, relevant articles, images, videos, etc. If you never share anything with your followers, how can they possibly engage with your content? Share content several times per week on LinkedIn, or more, to keep your followers interested and engaged.
One of the best aspects of social media marketing is that everything is tied to measurable data. Take advantage of these analytics to discover what’s working and what needs to be adjusted. Modify your strategy and posts using this data to optimize your page. Don’t let this data go to waste.
Have an update that you don’t want buried by other content? Pin it to the top of your page to keep it visible while still posting new updates. This is a great option for evergreen or high-converting content or landing pages you want to promote.
LInkedIn is a great place to show potential employees why your company is a great one to join. If you have particular images, articles, stories, or videos that demonstrate what it’s like to be part of your team, includes those on LinkedIn. This will make it even easier for jobseekers to determine if your company will be a good fit for them.
Just like on your personal page, recommendations play an important role in making your LinkedIn profile shine. Ask satisfied customers or past employees to create recommendations so that others will know just how awesome your organization really is.
If you’ve followed the other tips and want to take your LinkedIn page to the next level, try sponsoring your content. As with Facebook or Twitter, sponsoring your most valuable content will put it front and center in people’s LinkedIn feeds to boost views and engagements.
So, what are you waiting for? With these ten tips, you can get started making your LinkedIn Company Page the best it can be.
Photo via Flickr